Sri Lanka — Supermarket chain Keells has launched its new brand platform, “Keep Life Fresh” , developed with branding agency Hulsbosch to encourage consumers to find new possibilities and greater joy in everyday life.
The platform expands the supermarket brand’s focus on product freshness to position small, everyday choices, such as discovering new ingredients, eating healthier, trying new foods, and sharing meals, as key to making life more rewarding.
The partnership saw Hulsbosch develop Keells’ brand strategy, positioning and integrated campaign, informed by research into modern Sri Lankan consumers and their aspirations for the future.
The strategy aims to position Keells as both aspirational and accessible, connecting its fresh products with experiences that help people feel good about their choices.
“Keells has always stood for freshness, quality and innovation. Through customer research, we uncovered a universal aspiration that transcends demographics and lifestyles, the desire to make progress in life, in ways both big and small,” said Nilusha Fernando, Head of Marketing at Keells Supermarkets.
“ With Keep Life Fresh , we wanted to build on our strengths and broaden the meaning of freshness beyond the quality of our produce, creating a platform that reflects the role Keells can play in people’s lives,” added Fernando.
“Whether it’s making a healthier choice, discovering something new or creating a special moment with family, we want every interaction with Keells to inspire people, help them feel good about their choices and make everyday life a little better,” concluded Fernando.
For Marcel Wijnen, Creative Director at Hulsbosch , the platform creates an opportunity to connect freshness with a broader view of everyday living.
“Freshness is an incredibly powerful asset for a supermarket, but it can mean so much more than the quality of what’s on the shelves. We saw an opportunity to turn freshness into a way of thinking about life itself,” said Wijnen.
“ Keep Life Fresh gives Keells a distinctive platform to connect with people beyond the shopping basket. It’s optimistic, inclusive and full of possibility. It positions the brand as one that doesn’t just supply what people need, but inspires them to discover new things, embrace everyday opportunities and make life feel a little more special,” concluded Wijnen.
The platform is being brought to life through a new television commercial and integrated brand campaign, linking Keells’ product offering with the experiences and everyday moments that make life more meaningful.
It also establishes a consistent direction for future brand communications, centred on fresh choices, new ideas and more rewarding experiences.
Through “Keep Life Fresh” , Keells aims to encourage consumers to see the possibilities in each new day, extending its role beyond grocery shopping to the everyday choices that can help people live better.
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